Research On The Marketing Strategy Of S Company Online Education Product

With the development of new information technology and wide coverage of network,online education is becoming the frontier of educational innovation and reform.Diversification of online education makes competition between traditional internet-based education companies and emerging start-up companies of online education get increasingly fierce.Therefore,how to select suitable marketing strategy for online educational products is critically important.With the online education products of “S” Education Company as the research subject,In Chapter Three of this paper analyzes the External macro environment of“S” Education Company by PEST model.At the same time,I analyzes the position and status of “S” Education Company in the industrial competition of micro environment based on studying the real cases by using the five-force model.The result of analyzation is that the First Marketing High schools and the Second Marketing Middle schools are“S” Education Company's targets.In order to find out the problems in Marketing and Selling of 4P of“S” Education Company,I made an Ask and Answer sheet to the cooperating schools of “S” Education Company from 2015-2016,And also ask the staff of “S” Education Company questions about these problems too.These answers are coming up in the fourth chapter of this paper.It is found that“S” Education Company is just at the initial stage of innovative courses of online education industry and it is indeed improvement.Product pricing mechanism is not flexible enough,it is out of normal market;the development and management of the product is chaotic;promotion model is too traditional,it is unable to keep up with the market model under the internet development.Combine with these problems of this company,Chapter Fifth of this paper show the profits of the company from 2013 to 2016,and I makes use of digital DEA modeling to analyze the effectiveness of investment and the cost in the view of 4P of Marketing and sales.The results show that product investment,system development,production exhibitions and the public relationship are effective.Based on analysis of the above-mentioned problem,I work out the optimal design scheme of online education marketing from the view of 4P.The study achievement is in the sixth chapter of this paper.We improve the marketing strategy of S Education Company and its service by re-designing the product with its flexibility increased;classifying the first-tier and second-tier price discrimination,integrating multi-channels and optimizing the promotion models based on analysis of users' preference by using big data and using systems covering a region;Wei chat system;websites and Baidu or google.It finally puts forward specific strategies and guarantee measures,which offers some suggestion and inspiration for the development of online education companies in China.